Today, Mars Incorporated joined the lineup of other food brands in pledging its commitment to phase out all artificial colors over the next five years. Yep, your M&M’s will now be cleverly coated in a rainbow of natural colors. The domino effect started last year when Kraft Foods Group Inc.’s promised to take the artificial colors out of everyone’s beloved blue box of Mac and Cheese. Then Nestle followed suit with a pledge to remove artificial colors and flavors from all candy products. Not wanting to be left behind, Hershey then jumped on board with a move towards simpler ingredients, and General Mills dove head first into testing to find replacements for the artificials in their cereal, like Trix.

Welcome aboard Mars! Along with M&M’s, Mars’ umbrella includes over 50 other brands, including Snickers, Twix, Milky Way, Uncle Ben’s, Wrigley, Life Savers, Starburst, Dove, and even pet brands like IAM’s and Pedigree.